Explaining The Discrepancy Between Intentions and Actions : The Case of Hypothetical Bias in Contingent Valuation  

Oleh:

Ajzen, Icek ; Carvajal, Franklin ; Brown, Thomas C.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Personality and Social Psychology Bulletin (http://journals.sagepub.com/home/pspc) vol. 30 no. 9 (Sep. 2004), page 1108-1121.
Topik: bias; attitude; contingent valuation; hypothetical bias; intention; theory of planned behaviour
Fulltext: 1108.pdf (175.37KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: PP45.19 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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An experiment was designed to account for intention - behaviour discrepancies by applying the theory of planned behaviour to contingent valuation. College students (N = 160) voted in hypothetical and real payment referenda to contribute $8 to a scholarship fund. Overestimates of willingness to pay in the hypothetical referendum could not be attributed to moderately favorable latent dispositions. Instead, this hypothetical bias was explained by activation of more favorable beliefs and attitudes in the context of a hypothetical rather than a real referendum. A corrective entreaty was found to eliminate this bias by bringing beliefs, attitudes, and intentions in line with those in the real payment situation. As a result, the theory of planned behaviour produced more accurate prediction of real payment when participants were exposed to the corrective entreaty.

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